most important when it comes to reaching your audience. Mine is this: MAKE IT SIMPLE!
The other day, I passed a billboard for a new Italian restaurant in Phoenix. These people obviously threw down some serious cash for this ad campaign - it's a large billboard, located on a prominent corner. And though it's the only one I've seen, there may be others.
What was on the billboard?
- The name of the restaurant, in large letters.
- A large art deco-style graphic of a martini glass
- Their Web site
So ... these folks are counting on several things that are unlikely to happen:
- Readers of the billboard without instant Internet access will REMEMBER the Web site.
- Readers of the billboard without instant Internet access will REMEMBER to look up the Web site.
- Readers of the billboard without instant Internet access will CARE ENOUGH to look up the Web site.
I'd be interested in knowing what kind of response rate this particular restaurant receives. Speaking of which, what are the chances they're asking new diners how they heard about the restaurant? Probably pretty slim.
Marketing is not rocket science. But it does involve thinking and consideration of the end user's perception and reception. Overlooking the obvious is a freqent mistake of novice marketers. We'll touch on other ways marketers overlook the obvious in upcoming posts in this series.
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Other Posts in This Series
Oops, we forgot to put our LOCATION on our billboard!
We're moving our physical location, so we've STOPPED taking orders!
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